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Designing the whole thing

Consumers don’t form their impression of a brand just from its logo. They’re influenced by the whole of their ‘customer experience’, good and bad. But how do we design not just a logo but the whole customer experience? The management consultants McKinsey give a high-level overview, aimed at company chief executives.

Do you agree with this approach? Is it really possible to design someone’s experience?

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This article is from the free online course:

The Secret Power of Brands

UEA (University of East Anglia)

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